Case analysis of propaganda film copy [three articles]

# Planning # Introduction In the filming process of promotional videos, copywriting is the core part of the whole filming process, which has great guiding significance. Therefore, any excellent promotional film cannot be separated from excellent copywriting. Do you know the method of writing propaganda copy? The following is a case of sorting out propaganda copy, for reference only!

Tisch

I. Introduction of the Project

Dongfang Zuojun Project is the first real estate project jointly developed by Beijing Engineering Company, which was undertaken by a branch of Beijing Engineering Company. It is a large-scale group comprehensive building integrating five functions of hotel, bank, business, business and apartment. The project covers an area of 53 mu, with a building area of 250,000 square meters and a total investment of 450 million yuan. The project is located in the south of Chilechuan Street in Ruyi Development Zone, Hohhot, adjacent to the development and reform commission of the autonomous region and the municipal public security department, and belongs to a prime location in Hohhot. The plane form of the whole building is concave. The overall layout is supported by six main buildings, with a large commercial podium of 80,000 square meters. Four of the six main buildings are arranged in parallel on the side facing the 100-meter landscape avenue, with a span of 220 meters, and were purchased by banks such as China Everbright, Shanghai Pudong Development Bank and Minsheng Bank.

Second, the construction management and operation

Always adhere to the strategic thinking of "thinking strongly and leading the high-end" and highlight precise management. That is, the connotation of standardized management has been quantified, standards and norms have been implemented, systems and regulations have been implemented, and there is no difference or distortion. Practice has proved that accurate management is the most effective way to eliminate hidden dangers and accidents.

Fine management is embodied in safety, and the principle of "handling potential safety hazards is not closed, but handled according to accidents" is adhered to. Adhere to "zero risk, zero violation, zero hidden danger, and ensure zero accidents". Every employee involved in the project has built a solid defense line to protect life with excellent moral character and political mission, ensuring the safety of construction and life and property. Engineering safety management has always been in a state of "zero accidents", and the Oriental Left Army Project was rated as "safe and civilized construction site in Inner Mongolia Autonomous Region".

Refined management is embodied in quality, and we adhere to the working principle of "Excellence in the first time, Excellence in the process, beauty inside and beauty outside, and first-class quality". Through the implementation of brand strategy, it leads the high-end in quality, greatly enhances the competitiveness of the project, is fully affirmed by the local quality supervision department, and successfully passes the third acceptance of "Qingshan Cup".

Always adhere to the strategic thinking of "thinking strongly and leading the high-end" and highlight the core strategic concept of sincere win-win and sustainable development. Sincerity is the law of market survival, and it is also an important connotation of control ability. In terms of enterprise development and project management, we should pay attention to honesty and trustworthiness, strive for fame and profit, and faithfully protect the market and friends; For the following, credit is harmonious and not profitable. On the premise of respecting the contract, establish a good win-win relationship with the owners, labor teams and material suppliers.

Always adhere to the strategic thinking of "thinking strongly and leading the high-end" and highlight refined management. Relying on the brand advantage created by Dongfang Zuojun in Hohhot, it attracted many real estate development enterprises in Hohhot to inspect the projects of Dongfang Zuojun. The branch adheres to the business policy of "strong thinking, rational management and quality first". For the better and faster development of the branch, the company voluntarily gave up the Jingfenghui project of Qiushi Group. After careful selection and further consultation with real estate companies such as Hope Sunshine and Pingya, it signed the second phase project of Hope Sunshine Washington with Hope Sunshine Group on the morning of February 29th, 20xx. The total construction area is10.4 million square meters, and the site has access conditions; Continue to follow up the high-end hotel and villa projects in Yuyuan Garden, and pay close attention to the fine decoration project of Block D Everbright to create conditions for rapid construction.

Three. Internal management of the project

The team of the Eastern Left Army is a core collective with unity, hard work, dedication and fearlessness. Under the unified leadership of Zhang Zhitao, the company's deputy general manager and project manager, and Wei Qinghe, deputy secretary of the company's discipline inspection commission and secretary of the project party working Committee, a group of people with good ideological and moral character and strong sense of responsibility have been created. Strong management and leadership skills; A cadre team with excellent business and strong compound ability.

Cadres and employees have fully demonstrated the work style of "thinking, doing, working, communicating, being innovative and being responsible". The project department carried out the selection activities of model workers and brand departments, and a number of "reliable" and "winning" outstanding talents emerged. They have strong ability to perform their duties and strong sense of public responsibility. They think ahead, innovate management, put measures in place, and the construction and production show a good trend of orderly and solid progress. After going all out, they won the "20xx National Excellent Project Management Department".

The project aims at "caring for employees, respecting employees, cultivating employees, developing employees and achieving employees". Watch "Tangshan Earthquake" to enlighten employees' minds; Organize various cultural and sports competitions to enrich everyone's spare time; Travel to the Himalayas, get close to nature and relax; Visit and study in Mengniu Group, experience Mengniu corporate culture and standardized management, broaden employees' horizons, learn good experiences, and strengthen the corporate culture construction of the branch.

Take "everyone is a talent" and "attach importance to thinking, training, assessment and use" as training principles. Build a learning team, formulate a detailed training plan, and comprehensively develop the overall quality of employees. The soul of Beijing University of Technology and its management norms, business etiquette, explain in detail the professional knowledge of safety, technology, contract, materials, etc., carry out professional quality examinations in a professional unit, and cultivate compound talents who combine thought, theory and practice.

Under the guidance of "thinking strongly", create an edifying atmosphere of corporate culture. Promote the concept and culture of Beijing University of Technology to every corner, enhance the physical fitness of employees, enrich their spare time life and build recreation rooms; Broaden employees' horizons, strengthen theoretical study and open up reading rooms; Let every employee feel the culture of Beijing University of Technology anytime, anywhere, put up concept posters on the wall, and open small cards in the bathroom and bathroom for ideological propaganda. Where there are people, there is a corporate culture, so that we can unify our thinking, coordinate and forge ahead.

Fourth, the inspection and guidance of superior leaders.

Under the care and guidance of leaders at all levels, we have vigorously implemented the company's philosophy, adhered to the development strategy of "thinking strongly, leading the high-end, and building an excellent brand in Gong Bei", and achieved good results. Leaders of the autonomous region government, leaders of Hohhot, leaders of group companies and company leaders visited the construction site for many times to inspect and guide the work, and spoke highly of the construction scale, design grade and characteristic functions of the Oriental Left Army project, and spoke highly of the standardized management of construction; The Autonomous Region Construction Committee invited the Russian delegation to visit the construction site, which was well received by foreign friends.

Verb (abbreviation of verb) conclusion

A branch bid farewell to the 20xx year full of challenges and opportunities and ushered in the 20xx year of sunshine and hope. Under the guidance of the culture of Beijing University of Technology and the spirit of Saudi Arabia, they will carry forward and inspire the enterprising spirit of employees, embark on a new starting point of scientific development and the second leap-forward development journey, comprehensively strengthen the management of branch schools and team building, and constantly improve their rolling management ability, safety management ability and profitability, so as to make due contributions to casting the evergreen foundation of Beijing University of Technology!

extreme

I. Theme:

Reality and memory

Second, the theme explanation:

Being a teacher in South China for a hundred years left a deep memory for history. Sweep away the dust of history, we can still remember the glory and ups and downs of the past. Today, when we approached Heather, we suddenly found that the gentle vicissitudes were still there, but they gave us a majestic momentum of awe-inspiring, vigorous and generate.

Entering Nanjing Normal University, we can deeply feel that history has filled the ancient school with culture and details, teachers have dedicated their energy and knowledge to the school, and students of Heather Normal University have injected youth and vitality into their alma mater. This is now Nanjing Normal University, a school with vicissitudes of life without losing its modern flavor.

Wandering among them, I feel not only the memories of my alma mater for more than a hundred years, but also the attachment and nostalgia for his teachers and classmates. On the occasion of the anniversary of our alma mater 1 10, we have integrated reality and memory, and integrated history and future to express our love and gratitude to our alma mater.

Third, the process overview:

1. From: South Normal University for a hundred years, with great changes in history (2 minutes)

2. Cheng: Today's campus is simple, modern and prosperous (5 minutes).

3. Turn: University memory, friendship, dreams, youth (2 minutes)

4. End: Memories, Forever Memories (2 minutes)

End of movement

Four. Main contents:

Act I: Rise: A Century's Southern Division, History, Vicissitudes and Great Changes (2 minutes)

In a simple room, an album lens zooms in on the album, the album opens, and music rings (Nanjing Normal University school song). Appears: 1902, photos of Sanjiang Normal University campus, photos of Nanjing Normal University campus five seconds later, photos of National Central University campus five seconds later, photos of Nanjing Normal University campus five seconds later. There is a photo of the main entrance of Suiyuan Campus of Nanjing Normal University (all the above photos are set in black and white). After 5 seconds, the picture is frozen, the lens is further enlarged, and it completely enters the picture, and the picture becomes color.

At the same time as the above photos appeared, the century-old history of Nanjing Normal University also appeared in the blank space at the bottom of the photo album. The content is: "1902, the beginning of Sanjiang Normal School; 19 12 years, there are many talents in Nanjing Normal University, such as Tao Xingzhi, Chen Rong and Chen Zhongfan. 1927, National Central University, moderns, in its heyday; 1952, Teachers College of Nanjing University, developing in revival and suffering; From 1984 to now, Nanjing Normal University will reshape the glory of the past, take the lead and move towards the future. " (handwriting in font)

With the main entrance of Suiyuan Campus as the background, "Celebrating the anniversary of the founding of Nanjing Normal University 1 10" appears on the screen (the whole sentence appears in bold font No.2). 1 sec later, "History and Reality" appears (below the previous sentence, insert font No.3 in italics from the left side of the screen).

Act II: Cheng: Today's campus is simple, modern and prosperous (5 minutes).

Background Music: Childhood (Bandari)

Picture back to the room, take the photo album, take out an ordinary diary, after opening, the text appears in the form of writing:

"1 10 the light rain a few days before the celebration.

Through the hustle and bustle, through the glitz, into the Suiyuan campus, it will be a world of its own. In the lush shade, I don't know how much history has been hidden and how much culture has been nurtured in the flowers. Narrow paths and bluestone steps are full of charm, showing her unparalleled elegance. "

The picture is switched to live shooting (first-person perspective shooting, natural shooting, introducing shooting points): the route is to enter from the main entrance, arrive at Wen Jing Garden, introduce Wen Jing Garden, shoot around Wen Jing Garden, go straight to shoot Building 9 and Building 10, enter the big lawn, introduce the big lawn (mainly introducing student activities), and shoot 100. Take a close-up of building 100, including the plants and flowers around it, directly enter Defeng Garden, (describe the overall feeling of the campus environment) pass by the lush steps of trees, take a picture of the middle building and introduce it. The lens is fixed on the plaque of Zhonglou College of Literature from far to near. The shoot is over.

The diary appears in the picture again, and when it is opened, the text appears in the form of writing:

"60 days before the anniversary.

The weather is gloomy, walking in the back street of Zijin, but obviously full of vitality and vitality. Students in twos and threes, hawking by the roadside, decorated a bustling street. So far, it is the hope and envy of all students to get rid of the haze in their study and life. "

Switch to real-life shooting (shooting from the first-person perspective, shooting naturally, and introducing each shooting point): Go out from Zijin * and enter Zijin Back Street, from street to street, close up every exquisite food and storefront you see, and briefly introduce the famous ones. In the meantime, I went into a small shop opened by students and chatted with them. Out of this small shop, the camera rotates to shoot the whole Zijin backstreet, and the shooting is over.

The picture is converted into a diary, and the text appears in writing after opening:

"It will be sunny 28 days before the memorial day.

The whole campus is sunny and modern. When I saw the countdown to the anniversary, I couldn't believe that this campus was about to celebrate 1 10' s birthday. Magnificent libraries and rows of buildings bring people back to the prosperity of modern society from the simplicity of gardens. I don't want to say anything else. The campus surrounded by mountains makes people feel that a proud modern momentum is rising! "

The picture is switched to live shooting (shooting from the first-person perspective, shooting naturally, introducing each shooting point): enter from the main entrance, introduce the countdown board of 1 10 anniversary, introduce the basic information of the World Plaza around the Century Plaza, and push the camera to the library, including the people entering and leaving the library, and introduce the Wen Jing Library. Bypass Wen Jing Library, enter the back hill from the back, enter Lovers' Slope along the back hill path, shoot the International Exchange Center and Caiyue Lake, and introduce Lovers' Slope, Caiyue Lake and International Exchange Center, focusing on students' life. Finally, find a couple to shoot while walking, and then finish shooting.

Note: In the second act, all the introduction languages take plain spoken language as the main style, focusing on the photographer's memory and impression, with no fixed form and lines.

Act III: Turn: University Memory, Friendship, Dreams, Youth (2 minutes)

Background music: WithanOrchid main content: random interview with students on campus. Interview content: Freshman and sophomore: What is the most anticipated place in the university now? Junior year: What did you get in college?

Senior: What is the last thing you can't give up in college? Video screen: the screen directly cuts into the interview with a classmate, and then the screen is compact in turn, and with the increase of the number of people, the speed is getting faster and faster until the voice of the classmate's answer can't be heard clearly. Finally, the interview photos are spliced together and combined into a smiling face picture of many college students to become a new photo.

Act IV: End: Memories, Forever Memories (2 minutes)

Background music: Caribbeanblue

1. Shoot the scene of a couple walking among the trees in Suiyuan Campus: The couple came slowly from far and near, and hugged each other after reaching the lens distance of 20 meters. 15 seconds later, the picture is frozen, turned into a photo, and changed from color to black and white.

2. Shooting the scene of selling things in a small shop in Zijin Campus: the shooting time is 5 minutes, the first 30 seconds are played at normal speed, and the last 30 seconds are twice as fast. Until the end, the picture is frozen into a photo and the color becomes black and white.

3. Shooting the crowd scene in front of Xianlin Campus Library: The shooting time is 5 minutes, the first 30 seconds are played at normal speed, and the second 30 seconds are played at double speed. Until the end, the picture is frozen into a photo and some colors become black and white.

Finally, the picture returns to the original photo of Suiyuan school gate, and the photo changes from color to black and white, and then goes back, including the photos of Nanjing University Normal College campus, National Central University campus, Nanjing Done Normal College campus and Sanjiang Normal College campus. Close the album.

Postscript: Appears on the album cover (this passage is accompanied by a male monologue): The history of the school is a hundred years. When we look back, what we see is the culture, not the inside information. When we stand in the moment, what we feel is steadfast and enterprising. Looking forward to the future, we hope that the century-old Nanjing Normal University will make its own voice in this land, go out of its own way and create eternal glory!

Tisso

First, the background analysis of the propaganda film era

Second, the estimated film length: 10 minutes Positioning: The city near the sea has been a bustling place of trade since ancient times, with merchants gathering and complicated business. As one of the coastal cities in China, Binhai New Area has a unique geographical position, and its central business district has three-dimensional transportation extending in all directions, which is not only connected with many cities in China, but also with many countries in the world, promoting economic development. It is also a city where elites realize their ideals and pay attention to the living environment.

Third, the concept of propaganda film: As one of the top ten battles in Binhai New Area, the construction of the Central Business District is bound to advance with the momentum of piloting. Focusing on "leading the new Binhai", this paper interprets the leading role of the central business district from the perspectives of financial economy, living environment, transportation and shopping. The Central Business District of Binhai New Area is a place full of dreams of work and life.

Fourth, the idea of copywriting:

1, environment-low-carbon harmony, ecological nature, urban oxygen bar.

The central business district advocates ecology and nature, and vigorous green plants are the urban oxygen bar of Binhai New Area.

2, transportation-a powerful hub station, efficient three-dimensional transportation, convenient and fast.

The powerful transportation hub is convenient for people to travel, and the three-dimensional transportation is more humanized.

3. Financial business-the business gathering place with the largest scale and the largest number of tall buildings.

Many companies are located in the core business district. Strive to serve the life center of global financial leaders and elites.

4, leisure and entertainment shopping-high-end, luxury goods, features.

Diversified shopping malls, many high-end brands and fashion gathering places.

5. Houses-foreign-related apartments, high-grade houses and serviced apartments.

High-grade living standard, a life hall specially built for successful people and foreigners.

Basic concept of verb (abbreviation of verb)

1, open:

Photo: (Real scene) The old coastal area is busy with port business. (3D animation) At present, the coastal areas, (panorama) large freight airports, (bird's-eye view) large containers in ports and (close-up view) crowds on railway platforms. The central business district has a powerful transportation hub, wide roads and orderly vehicles. In the green ecological zone, insects and birds are singing, and man and nature live in harmony.

Description: Tell the historical course of Binhai, and then highlight the central business district's pursuit of natural ecology and build a low-carbon financial district and ecological residential area from the aspects of transportation and environment. A large area of green vegetation surrounds the business circle, which is the oxygen bar of the city, the place where the city and nature merge, and the fascinating living environment. The three-dimensional transportation network makes people's lives faster, from home to the company in a short time, saving time.

2. Part II:

Screen: Three-dimensional animation shows the modern and international urban features such as Garbo, Xiangluowan, Jiefang Road, Blue Whale Island and Dongxigu.

During the day, as the core business circle, many elites gather here. The picture reflects the business office environment and the hard work of the elites. People work hard in the low-carbon financial zone.

As the evening approaches, people walk out of the office building after work and enter the surrounding shopping malls to relax. There are all kinds of goods in the shopping center. While enjoying shopping, go to the restaurant when you are tired. Some trendsetters revel in bars and release pressure in KTV.

Some people go back to their harbor after work and take a walk on the green lawn with their families after dinner. The surrounding environment is quiet and comfortable, blending with green nature.

Description: Take a day's life as the track to show the style of the central business district. The business circle of the Convention and Exhibition Center is a charming area with elites, fashionable trends and high-end houses. It is a leading area full of high-end fashionable living environment and green ecological living environment. It is the representative of integration, which is not available in other urban areas.

Beautiful living environment and three-dimensional traffic further promote the development of business investment and employment. The financial and business center attracts more foreign enterprises to settle here, which is the core area of diversification, high-grade and internationalization. During the day, you are energetic and enterprising.

Step 3: the ending

Photo: This day is coming. After the rest of the previous night, people get up and step into a new day's life. On the lawn outside the window

The dove flew. People pursue a happy smile when their career is successful, and people live a happy life in the city.

Description: What people feel in the CBD of Binhai New Area is that they can realize their dreams and fully feel the harmonious living environment at the same time. Feel happy from the heart. Looking forward to the future, more enterprises will invest in the central business district of Binhai New Area, and prosperity is just around the corner.

Verb (abbreviation of verb) effect expectation of promotional film

Effectively attract many enterprises to invest in the central business district of Binhai New Area, and the economy has grown steadily. Become a famous high-end place in the country. This is everyone's dream place.